Redbox backs UltraViolet in new Warner Bros. agreement

Video kiosk operator Redbox has announced a multi-year agreement to offer video titles from Warner Bros. Home Entertainment 28 days after their retail release dates, along with a commitment to throw its support behind the UltraViolet digital content locker service.

Redbox kiosk

(Image source: Redbox/CoinStar)

As part of the commitment to promoting UltraViolet, Redbox is joining the Digital Entertainment Content Ecosystem. The deal is another big step forward for UltraViolet, which at this time last year was still being viewed as a controversial approach to digital rights management that some industry observers were concerned would alienate consumers. Support for UltraViolet has crept forward in the retail environment this year, with Walmart and Amazon (Nasdaq: AMZN) also committing to promote it.

Delving further into the Redbox agreement with Warner Bros., the 28-day rights for DVD and Blu-ray availability of studio titles applies to movies with a release date between Jan. 1, 2013 and Dec. 31, 2014.

Meanwhile, Warner Bros. also has a separate new deal with coming Redbox Instant by Verizon (NYSE: VZ) joint venture. This agreement will make Warner Bros. titles available in VOD and EST formats and allow Redbox Instant by Verizon to support and distribute Warner Bros. UltraViolet-enabled movies.

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Redbox Instant by Verizon was announced in July
Walmart announced support for UltraViolet in March